GIS Best Practices: Financial Services - Esri

[Pages:28]GIS Best Practices

Financial Services

November 2007

Table of Contents

What Is GIS?

1

GIS for the Banking and Financial Services Industry

3

Finding, Reaching Service Centers

5

First Magnus Financial Corporation Gets a Clearer

Picture of Coverage Using BusinessMAP from ESRI

9

ESRI Data Products: A Valuable Resource for Banks

13

Using Community Tapestry to Cross-Sell

to Your MCIF

19

Five Steps toward Spatially Aware Financial Institutions

23

Visualization Helps Customers Make More Informed

Decisions

25

i

GIS BEST PRACTICES

What Is GIS?

Making decisions based on geography is basic to human thinking. Where shall we go, what will it be like, and what shall we do when we get there are applied to the simple event of going to the store or to the major event of launching a bathysphere into the ocean's depths. By understanding geography and people's relationship to location, we can make informed decisions about the way we live on our planet. A geographic information system (GIS) is a technological tool for comprehending geography and making intelligent decisions.

GIS organizes geographic data so that a person reading a map can select data necessary for a specific project or task. A thematic map has a table of contents that allows the reader to add layers of information to a basemap of real-world locations. For example, a banker might use the basemap of Eugene, Oregon, and select datasets from the U.S. Census Bureau to add data layers to a map that shows residents' ages, income, and employment status. With an ability to combine a variety of datasets in an infinite number of ways, GIS is a useful tool for nearly every field of knowledge from risk management to site selection and from archaeology to zoology as well.

A good GIS program is able to process geographic data from a variety of sources and integrate it into a map project. Many countries have an abundance of geographic data for analysis, and governments often make GIS datasets publicly available. Map file databases often come included with GIS packages; others can be obtained from both commercial vendors and government agencies. Some data is gathered in the field by global positioning units that attach a location coordinate (latitude and longitude) to a feature such as a pump station.

GIS maps are interactive. On the computer screen, map users can scan a GIS map in any direction, zoom in or out, and change the nature of the information contained in the map. They can choose whether to see the roads, how many roads to see, and how roads should be depicted. Then they can select what other items they wish to view alongside these roads such as bank branches, neighborhoods, retail sites, and public facilities. Some GIS programs are designed to perform sophisticated calculations for tracking storms or predicting consumer spending patterns. GIS applications can be embedded into common activities such as verifying an address or routing vehicles.

From routinely performing work-related tasks to scientifically exploring the complexities of our world, GIS gives people the geographic advantage to become more productive, more aware, more responsive citizens of planet Earth and better businesses, too.

1

WWW.BANKING

GIS BEST PRACTICES

GIS for the Banking and Financial Services Industry

Banking is a personal business, where people are more than numbers, records in a database, or account codes. ESRI's GIS software helps banks and financial institutions see people for what they are: valuable assets with needs, demands, and preferences that should be met by any successful bank.

In this highly competitive business, ESRI counts 20 of the top 25 financial institutions in the United States* as customers. They turned to ESRI's GIS software to unlock the geographic component of their data for better market understanding of risk analysis and business planning. Armed with detailed customer information and new methods of linking clients to preferences and services, they can now focus their resources on designing products and services specifically tailored to fit their customers' needs.

ESRI GIS software helps these organizations be more successful and productive in business areas such as

Sales and Marketing

Risk Management/Analysis

Regulatory Compliance

Business Continuity Planning

Asset and Facilities Management

Operation Management

Whether an organization is looking to position the right products and services to customers, find new branch/ATM locations, improve workplace safety, or build comprehensive business continuity plans, GIS helps them achieve these goals.

Included are a few stories from organizations that have realized the business value in implementing a GIS to better understand and serve their customers, internally and externally.

*Based on asset size

3

WWW.BANKING

Finding, Reaching Service Centers

Credit Union Service Corporation Routes Customers with GIS

Credit Union Service Corporation (CUSC) is the largest shared credit union branching network, representing 55 percent of all United States locations and 68 percent of credit unions participating in shared branching. CUSC is the only shared branching network representing credit unions, leagues, credit union service organizations (CUSOs), the Credit Union National Association (CUNA), and CUNA Mutual. The CUSC network, which has been in place since 1992, is designed to offer credit union members convenient access to their accounts by making available numerous locations and extended hours. CUSC's Next Generation Network offers credit unions lower cost, better transaction functionality, and greater information capacity, making it possible for more credit unions to offer shared branching to their members.

GIS BEST PRACTICES

CUSC's mapping and routing application allows customers to log on to the Web and enter a location as specific as a street address or as general as a ZIP Code, along with a search radius, to find nearby service centers. Once the customer enters this information,

a list of service centers, including address, operating hours, distance from the user, and a phone number for each location, is returned. The customer can then pick a service center from the list and get turn-by-turn directions to that location.

5

WWW.BANKING

CUSC, which is headquartered in Duluth, Georgia, needed to provide credit union members with an easy, fast, Web-based way to locate participating credit unions on a map and get driving directions from their current location.

"We were looking for a way to provide all users of our network with a tool that would give them door-to-door directions from any address in the U.S. that they specified to one of our many service centers," says Chris Meadows, network technician, CUSC. "We could have done this with an existing online map service, but we wanted to have control over the presentation of our maps and the materials that were displayed. We wanted to have our maps and map service local to our Web server."

To accomplish this, CUSC selected RouteMAP IMS to have the software in-house and because of its easy-to-use application program interfaces, which were key factors in the decision.

Some application customization was employed to give the routing user interface the same look and feel as other credit union Web pages and to modify how maps look and their locations on the screen.

"The primary benefit derived from this project is the ability to give all users of our network doorto-door directions to various service centers," says Meadows. "Of course, being able to control what the output looks like means we don't have to rely on another organization to decide what should and what should not go on or around our maps."

CUSC's RouteMAP IMS application allows customers to log on to and enter a location as specific as a street address or as general as a ZIP Code, along with a search radius, to find nearby service centers. Once the customer enters this information, a list of service centers, including address, operating hours, distance from the user, and a phone number for each location, is returned. The customer can then pick a service center, provide any valid starting address, and get turn-by-turn directions to that location. In addition, a customer can also select a state from CUSC's national map or view recent credit union branch openings.

NOVEMBER 2007

6

FINANCIAL SERVICES

"Now we are able to provide our customers with an easy-to-use interface that generates door-to-door directions to any of our more than 2,000 service centers across the country," says Meadows. "This service has proven time and time again to be a very large benefit to our network and valuable tool used by many."

For more information, visit .

(Reprinted from the Winter 2006/2007 issue of ArcNews magazine)

GIS BEST PRACTICES

7

WWW.BANKING

First Magnus Financial Corporation Gets a Clearer Picture of Coverage Using BusinessMAP from ESRI

Largest Privately Held Mortgage Bank Analyzes the Business of Loans with Desktop Mapping

Growing from a small company to a large corporation in commercial business is no easy feat, especially in the competitive mortgage banking industry.

One organization, First Magnus Financial Corporation (FMFC), headquartered in Tucson, Arizona, knows this firsthand. Starting out as a small retail mortgage bank in 1996 with only a handful of employees, FMFC has grown into the largest privately held mortgage bank in the United States and ranks in the top 20 of the largest mortgage bankers overall.

GIS BEST PRACTICES

Using BusinessMAP, First Magnus found that branches outside of the Foothills Branch trade area were originating more loans in the 10-minute drive time region than the Foothills Branch.

9

WWW.BANKING

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download